In a bid to push its women’s wear further into the spotlight, Hugo Boss has named the London-based designer Graeme Black as creative consultant for the Boss Black women’s collection.
Black, who will continue to design his signature label, began working for the German company in the spring. He has been collaborating with Karin Busnel, director of Boss Black women’s wear.
Boss Black is the most formal of the three Boss women’s collections, which include Orange and Hugo, and sells at stores including Saks Fifth Avenue, Bloomingdale’s, Boss and Boss Black stand-alone units.
“The Boss Black label has never had an outside creative consultant before, and this move is a sign that we are investing in women’s wear and taking it very seriously,” said Philipp Wolff, the company’s senior vice president, communications. “Graeme is a valuable addition to the design team — and a great inspiration.”
Black, a Scotsman, began his career in the early Nineties, working for John Galliano and Zandra Rhodes. He later worked for Giorgio Armani, designing the Borgonuovo collection. In 2001, he joined Ferragamo as head women’s wear designer, and in 2005 launched his own label.
“I was apprehensive about traveling once again for work,” said Black, who is making frequent trips between London and Metzingen, Germany, where Hugo Boss is based. “But once I started, I realized this is such a dynamic, proactive and positive company — and the line has so much potential.”
Black’s first collection will be for fall 2010, and he said he’s aiming to make the collection more feminine and luxe. Women’s wear accounts for about 13 percent of group sales at Hugo Boss, or 220 million euros ($320 million at current exchange).
Although Hugo Boss has declined to give sales projections, Wolff said the company believes there is ample growth potential in women’s wear.